BTL is not a Sales Model, its a Promotional Tool

India is still in a growth stage for BTL and Branding industry. And in coming 10 years it is going to be the biggest BTL market in the world. It is really appreciating that corporate thinkers have forecasted and understood the consumers' insight today itself, well in advance and have given a positive response to Non-ATL Brand activations.

But the problem lies herein.....! Various Sales Managers have taken BTL activation as a sales tool, and are trying hard to prove the same too. In some of my recent meetings, I have came across the situations, when the Top Management of the Brand has asked me to use BTL as the one and only on-spot sales and revenue generator model. And the worst part is , they only wanted to rely on such activation as a complete sales chain.

I admit, that the main objective of any Brand or Marketing activity is to ultimately increase the sales. But all these acts as a pursuador, motivator, an indirect mode of creating urge and curiosity among the consumers. Same is the BTL and other Non-ATL activations. Such activations are meant to promote your product, not to sell it there and then.

If such mindset continues among the Sales fraternity of corporate, then this will lead to the death of this industry, without even it reaches to its Maturity stage.

BTL is just to support Sales Team, by working with Brand and Marketing Team. It is a Brand Builder and Promotional tool. Sales Team... plz don't take it as just a 'Sales Tool' for immediate results.